Apple TV+ streaming service is renamed to just “Apple TV”

Apple has announced a subtle yet significant rebranding of its video-on-demand streaming service, shifting from the moniker Apple TV+ to simply Apple TV. This change was unveiled in a press release focused on the upcoming film F1: The Movie, set to premiere on December 12. In this announcement, Apple referred to the service as Apple TV, marking a departure from its previous branding. The company described this transition as a vibrant new identity, although it did not elaborate on the specifics of what this new identity entails. As of now, users accessing the service through a web browser or smart TV app will still see the original Apple TV+ branding. This rebranding echoes a trend seen with other streaming platforms, such as HBO Max, which has also undergone a rebranding recently. While the change may seem subtle, it could lead to confusion as it blurs the lines between Apple’s streaming service, its Apple TV app, and the Apple TV hardware, which has evolved since 2015 to include names that reflect their maximum resolution capabilities, like Apple TV 4K. Despite this, users can enjoy the service independently of the hardware, although accessing it on streaming devices does require the corresponding app.